Agency: NA

Objectives

The objectives of having a video led content strategy were many-fold:

  • To understand what content works best on which channel,
  • To meaningfully engage with prospects and show them engaging and informative content in the best way possible,
  • To customize content based on channel, location, device and intent,
  • To help members decide where to holiday and help them select the right destination,
  • To A/B test and see what content works best for whom and for which channel,
  • To experiment with different durations of content,
  • To reduce the content production cycle time to 2-3 days from 3 months (from scripting to shooting to editing and going live),
  • To reduce the overall lead cost by effective retargeting and location-based targeting,
  • To ensure every video has the right call to action.

Strategy